Strategically Positioning the ASBAH Rice in Delhi NCR: A Study of Determinants of Consumer Buying Behaviour

Abstract

The study identifies the determinants of consumer buying behaviour for ASBAH rice products in order to strategize the positioning of their products in Delhi NCR. A survey was conducted to collect the primary data from 220 consumers from Delhi NCR. An exploratory factor analysis has been performed to identify key determinants of buying ASBAH rice. The ASBAH has certain prescriptive approaches to enter and position the product in Delhi NCR. The results of the study state that brand awareness, promotion, buying intention and value for money are the key determinants of consumer buying behaviour and therefore company should focus more on creating brand awareness and image as well as promotion to establish the brand in the market.